Weighing women down: messages on weight loss and body shaping in editorial content in popular women's health and fitness magazines.

Exposure to idealized body images has been shown to lower women's body satisfaction. Yet some studies found the opposite, possibly because real-life media (as opposed to image-only stimuli) often embed such imagery in messages that suggest thinness is attainable. Drawing on social cognitive theory, the current content analysis investigated editorial body-shaping and weight-loss messages in popular women's health and fitness magazines. About five thousand magazine pages published in top-selling U.S. women's health and fitness magazines in 2010 were examined. The findings suggest that body shaping and weight loss are a major topic in these magazines, contributing to roughly one-fifth of all editorial content. Assessing standards of motivation and conduct, as well as behaviors promoted by the messages, the findings reflect overemphasis on appearance over health and on exercise-related behaviors over caloric reduction behaviors and the combination of both behaviors. These accentuations are at odds with public health recommendations.